London Daily

Focus on the big picture.
Saturday, Sep 13, 2025

Tesco: Eid advert aims to help British Muslims ‘feel seen, heard and understood’

Tesco: Eid advert aims to help British Muslims ‘feel seen, heard and understood’

A new advert by Tesco to mark Eid celebrations aims to help British Muslims “feel seen, heard and understood,” the chief customer officer of the UK supermarket chain told Arab News on Tuesday.

“For so many Muslims, Ramadan and Eid are important moments in their calendar — with food at the heart of celebrations,” said Alessandra Bellini.

“We developed this campaign to share the stories of these communities at this special time and are proud to help them feel seen, heard and understood.”


About 4 million Muslims across Britain are set to mark the occasion for the end of Ramadan. The 30-second advert, titled “Alia’s ‘worth the wait’ samosas,” features a British Muslim family, led by mother Alia, hosting a feast featuring vegetable samosas.

The video is part of Tesco’s “Food Love Stories” recipes range, which promotes simple and accessible cooking.

George Rivers, Tesco’s head of campaigns, told Arab News: “It was really important to us to tell this story in an authentic and real way, so that’s why at every step of the journey we made sure to listen to, involve and consult with people with lived experience.”

The advert is the latest in a series of public relations releases by the supermarket chain, in tandem with ad firm BBH, which was hired by Tesco in 2015.

A Tesco press office spokesperson told Arab News: “We worked closely with the Race and Ethnicity Network at Tesco when developing the campaign, to ensure the experiences of Ramadan and Eid were represented authentically.”

BBH, using research from diversity and inclusion consultancy The Unmistakables, found that 67 percent of Muslims in the UK feel underrepresented or negatively portrayed in British media.

As a result, BBH and Tesco turned to Ramadan celebrations, including iftar feasts, as a way to boost the supermarket chain’s profile and cater to Britain’s growing Muslim community.

Helen Rhodes, BBH London executive creative director, said: “Our creative ambition was simple, to create work that is not only representative but also gave a voice to our Muslim creative industry.”

As part of the partnership, Tesco in 2017 featured a Christmas advert showing a Muslim family celebrating the occasion.

The advert garnered accusations that Tesco was disrespecting the Christian faith. In response, the supermarket said: “Everyone is welcome at Tesco this Christmas and we’re proud to celebrate the many ways our customers come together over the festive season.”

One Twitter user, @LouisePentland, said: “Apparently (a small minority of) people are upset with the Tesco advert because there are Muslim people in it. How ridiculous. Why not just enjoy Christmas and love everyone?”

Commenting on Tesco’s past Ramadan adverts, BBH said: “We focused on the moment of iftar, the evening meal that breaks the fast. To commemorate the event, we used digital posters in a new way: On huge billboards, food appeared and disappeared in line with fasting times — so the plates filled up exactly at sunset, and then emptied again when the sun went up in the morning.”

Tesco’s series of campaigns with BBH led to a 275 percent increase in the number of mentions of the brand on social media, The Drum reported.

The supermarket chain’s new Eid advert has been praised for shining a spotlight on the country’s Muslim community during the holy month of Ramadan.

After the advert was released on Twitter, many users praised Tesco’s attention to detail and the music played over the clip — a cover of the Rudimental song “Feel the Love” by Leo Kalyan, who used both English and Urdu.

The advert was met with widespread praise on Twitter. One user, @EduRashida, said: “Gorgeous ad. Would love to be able to access the soundtrack/know who did it.”

Another, @MissEmmaTurner, said: “Beautiful advertisement and absolutely right to celebrate and represent Muslims during Ramadan and Eid.

“It’s about time all faiths and celebrations are represented. Can’t wait to see more diverse ads going forward.”

Newsletter

Related Articles

0:00
0:00
Close
French Debt Downgrade Piles Pressure on Macron’s New Prime Minister
US and UK Near Tech, Nuclear and Whisky Deals Ahead of Trump Trip
One in Three Europeans Now Uses TikTok, According to the Chinese Tech Giant
Could AI Nursing Robots Help Healthcare Staffing Shortages?
NATO Deploys ‘Eastern Sentry’ After Russian Drones Violate Polish Airspace
Anesthesiologist Left Operation Mid-Surgery to Have Sex with Nurse
Tens of Thousands of Young Chinese Get Up Every Morning and Go to Work Where They Do Nothing
The New Life of Novak Djokovic
The German Owner of Politico Mathias Döpfner Eyes Further U.S. Media Expansion After Axel Springer Restructuring
Suspect Arrested: Utah Man in Custody for Charlie Kirk’s Fatal Shooting
In a politically motivated trial: Bolsonaro Sentenced to 27 Years for Plotting Coup After 2022 Defeat
German police raid AfD lawmaker’s offices in inquiry over Chinese payments
Turkish authorities seize leading broadcaster amid fraud and tax investigation
Volkswagen launches aggressive strategy to fend off Chinese challenge in Europe’s EV market
ChatGPT CEO signals policy to alert authorities over suicidal youth after teen’s death
The British legal mafia hit back: Banksy mural of judge beating protester is scrubbed from London court
Surpassing Musk: Larry Ellison becomes the richest man in the world
Embarrassment for Starmer: He fired the ambassador photographed on Epstein’s 'pedophile island'
Manhunt after 'skilled sniper' shot Charlie Kirk. Footage: Suspect running on rooftop during panic
Effective Protest Results: Nepal’s Prime Minister Resigns as Youth-Led Unrest Shakes the Nation
Qatari prime minister says Netanyahu ‘killed any hope’ for Israeli hostages
King Charles and Prince Harry Share First In-Person Moment in 19 Months
Starmer Establishes Economic ‘Budget Board’ to Centralise Policy and Rebuild Business Trust
France Erupts in Mass ‘Block Everything’ Protests on New PM’s First Day
Poland Shoots Down Russian Drones in Airspace Violation During Ukraine Attack
Brazilian police say ex-President Bolsonaro had planned to flee to Argentina seeking asylum
Trinidad Leader Applauds U.S. Naval Strike and Advocates Forceful Action Against Traffickers
Kim Jong Un Oversees Final Test of New High-Thrust Solid-Fuel Rocket Engine
Apple Introduces Ultra-Thin iPhone Air, Enhanced 17 Series and New Health-Focused Wearables
Macron Appoints Sébastien Lecornu as Prime Minister Amid Budget Crisis and Political Turmoil
Supreme Court temporarily allows Trump to pause billions in foreign aid
Charlie Sheen says his father, Martin Sheen, turned him in to the police: 'The greatest betrayal possible'
Vatican hosts first Catholic LGBTQ pilgrimage
Apple Unveils iPhone 17 Series, iPhone Air, Apple Watch 11 and More at 'Awe Dropping' Event
Pig Heads Left Outside Multiple Paris Mosques in Outrage-Inducing Acts
Nvidia’s ‘Wow’ Factor Is Fading. The AI chip giant used to beat Wall Street expectations for earnings by a substantial margin. That trajectory is coming down to earth.
France joins Eurozone’s ‘periphery’ as turmoil deepens, say investors
On the Anniversary of Queen Elizabeth’s Death: Prince Harry Returns to Britain
France Faces New Political Crisis, again, as Prime Minister Bayrou Pushed Out
Murdoch Family Finalises $3.3 Billion Succession Pact, Ensuring Eldest Son’s Leadership
Big Oil Slashes Jobs and Investments Amid Prolonged Low Crude Prices
Court Staff Cover Up Banksy Image of Judge Beating a Protester
Social Media Access Curtailed in Turkey After CHP Calls for Rallies Following Police Blockade of Istanbul Headquarters
Nayib Bukele Points Out Belgian Hypocrisy as Brussels Considers Sending Army into the Streets
Elon Musk Poised to Become First Trillionaire Under Ambitious Tesla Pay Plan
France, at an Impasse, Heads Toward Another Government Collapse
Burning the Minister’s House Helped Protesters to Win Justice: Prabowo Fires Finance Minister in Wake of Indonesia Protests
Brazil Braces for Fallout from Bolsonaro Trial by corrupted judge
The Country That Got Too Rich? Public Spending Dominates Norway Election
Nearly 40 Years Later: Nike Changes the Legendary Slogan Just Do It
×